Generation Y'S representations of who they are and how they give

Christine Gonzalez (1) , Marine Le Gall-Ely (2) , Caroline Urbain (3)

1 CREM - Centre de recherche en économie et management
2 IREA - Institut de Recherche sur les Entreprises et les Administrations
3 LEMNA - Laboratoire d'économie et de management de Nantes Atlantique

This research, based on the free association method and conducted in France among 276 young adults born between 1979 and 1991 (financially autonomous), shed light on the complex representations Generation Y has of itself and of giving behaviors, offering cues for charities and associative organizations to renew their potential donators.

Mots clés: Generation Y; donation; gift; social representations

Domaines: Gestion et management

Christine Gonzalez, Marine Le Gall-Ely, Caroline Urbain. Generation Y'S representations of who they are and how they give. Advances in Consumer Research, 2011, 38, pp.673. ⟨halshs-00776835⟩